'Idol's' new philosophy: It's not just salability

Competition moves away from one-size-fits all singers to include variety

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"Idol's" final five contestants aren't equally marketable. James Durbin is very metal, Lauren Alaina may be the most pop, Jacob Lusk is gospel, Scotty McCreery is all country and Haley Reinhart could go country or the Adele route.

Adding Jennifer Lopez and Steven Tyler to the judging panel and Jimmy Iovine as the in-house mentor has done more than increase “American Idol’s” positivity. It’s also led to a noticeable change in philosophy about what an “Idol” champion should look and sound like.

In previous seasons, “Idol” has emphasized the need to find someone who fits in with the modern pop-radio sound. For all of Simon Cowell’s sound bite indicating “this is a singing competition,” the vast majority of the finalists over the first nine seasons sounded an awful lot like what’s already on the radio. Salability was at least as important as raw talent.

Finalists who did not have a conventional sound were usually placed in a comfortable box to let the audience know that they weren’t really that unique. For example, Crystal Bowersox may have looked and sounded like someone you might see busking for spare change in the subway station, and Simon praised that about her early in the competition. But by the end she was compared to Melissa Etheridge enough times that her individuality was less of a factor. It wasn’t just that she was talented, but that she was talented in a way that would sell records. Both factors were equally important.

Season 10 has gone in a different direction. Instead of a bunch of one-size-fits-most singers designed to appeal to the widest swath of the general audience, “Idol” selected a host of genre singers and non-traditional voices. And while there are attempts to gently bring them back to the realm of modern radio — Haley Reinhart is sort of like Adele! — even that doesn’t work for singers like Casey Abrams’ jazz-fused tracks, or James Durbin’s attempts to revive the metal craze.

The judges made that attitude explicit a couple of weeks ago, noting the great thing about this season is that a non-traditional performer could wind up winning. It’s a refreshing change from the cookie-cutter mentality that has seen the last three champions go from David Cook to Kris Allen to Lee DeWyze, successively weaker versions of the same style. And it’s a show of faith in the public that it would support someone a little different even after the competition ends.

It’s also a risk.

There’s little doubt that this was a calculated decision on the part of the “Idol” decision-makers, further fueled by the early audience voting. Apart from Stefano Langone, none of the men in the semifinals were anywhere close to the past three winners, and even Langone is a stretch.

Uniqueness was the buzzword, whether it was the deep country baritone of Scotty McCreery, the gospel sounds of Jacob Lusk or the ... well, whatever Paul McDonald could be compared to. The women had their share of unique voices as well. There hasn't been anyone like Naima Adedapo before, and the lowering of the age limit brought new voices with Lauren Alaina and Thia Megia.

That might be because it’s been a long time since “Idol” produced a buzzworthy champion. Carrie Underwood in season four was the last winner to go on to superstardom. Some of the subsequent winners have done better than others, but with the talent level dropping over the past couple of years, it was a natural decision for “Idol” to look in a different direction.

But there’s a lot riding on that, and on this season’s winner. The stakes for "Idol" are higher now because Simon is throwing the gauntlet down when "The X-Factor" debuts on Fox this gall. It not only has a higher top prize of $5 million, it also may reunite Simon with his ex-"Idol" partner and genially entertaining/unpredictable/nutty co-star Paula Abdul.

So while nobody is proclaiming that "Idol" is preparing to go to the mattresses to defend its turf, it would be a much less tense fall for all associated with the show if it has a top-selling season 10 champion to showcase.

Would Casey Abrams have been that kind of champion had he not been eliminated? Maybe, since based on pure talent and musical versatility there haven't been many better contestants to take the "Idol" stage. But it might not happen quickly, since in business terms "Idol" would be looking for him to carve out a new market among Top 40 radio fans instead of neatly fitting into an existing niche.

Durbin would be slightly easier, in part because he's enough like Adam Lambert that there's some familiarity with how he might succeed as a commercial artist. But Durbin is a lot more into metal than Lambert was, and he's another guy who may have a hard time turning his talent and popularity into an immediate hit single.

Lusk would have a similar issue based on his R&B stylings, though based on his trips to the bottom three in recent weeks, he's got a lot of ground to make up. Indeed, it's the youngest of the men who might have the most immediate sales potential, albeit in a genre that hasn't taken a man to the title in the past. McCreery is so comfortable in his country music lane that he will not leave it even after being prodded by Iovine, so it's very easy to see what kind of album he'd be releasing.

Either of the two women could likely find something to record that would sell quickly. Though Reinhart remains a longshot, she could either go the country route or release something that falls into the Adele Lite category.

Lauren Alaina would probably be the easiest of any of the remaining finalists to sell. She has been compared to Carrie Underwood and Kelly Clarkson, arguably the two most successful winners ever. Moreover, she hasn’t yet been in the bottom three, a good sign considering the judges all feel she still hasn’t reached her potential.

If she wins, the pressure will be on her to hit that mark sooner rather than later. Though talent may be the buzzword of season 10, translating that into stardom will be critical in helping "Idol" overcome the x-factor of a Simon Cowell challenge.

Craig Berman is a TODAY.com's "American Idol" correspondent. Follow him on Twitter @CraigBermanas he live tweets each episode.

'American Idol' season 10

Getting the bad news

A stunned Haley Reinhart, center, learns from Ryan Seacrest, right, that her "American Idol" run is over on Thursday, May 19. Lauren Alaina, left, advances to the final.
(Michael Becker / FOX)
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One more time

Unlikely duo

Nicole Scherzinger performs her new single, “Right There,” with 50 Cent on the show Thursday, May 19. Scherzinger will be one of the hosts on Simon Cowell's new show, "X Factor."
(Michael Becker / FOX)
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Smile, smile, smile

Lauren Alaina waves to her many friends, fans and supporters as she rides by in a red convertible during a parade in Rossville, Ga., on Saturday, May 14.
(Jenna Walker / Chattanooga Times Free Press via AP)
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She holds the key

Finalist Haley Reinhart was given the key to the city of Wheeling, Ill., during her homecoming celebration on Saturday, May 14.
(Timothy Hiatt / Getty Images)
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Center of attention

"American Idol" finalist Haley Reinhart is welcomed by her hometown with a parade and ceremony during Haley Reinhart Day in Wheeling, Ill., on Saturday, May 14.
(Paul Beaty / AP)
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Get to work!

Any requests?

Scotty McCreery performs at an outdoor concert for local fans at his homecoming celebration at Buffaloe Park in Garner, N.C., on Saturday, May 14.
(Steve Exum / Getty Images)
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The bad news

Ryan Seacrest, right, tells James Durbin, left, that he has been eliminated, as Scotty McCreery learns that he is safe for another week.
(Michael Becker / FOX)
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Last song

Following his elimination on Thursday, May 12, James Durbin sang the Paul McCartney song, "Maybe I'm Amazed," which he sang during the second week of the live finals.
(Michael Becker / FOX)
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Enrique Iglesias

Enrique Iglesias performs his new single, "Dirty Dancer," from the "American Idol" stage on Thursday, May 12. The singer announced his new tour, in support of his album, "Euphoria."
(Michael Becker / FOX)
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Look who's 'On the Floor'

Jennifer Lopez shows the hopefuls how it's done as she performs her single "On the Floor" on Thursday, April 5. Her new album "Love?" debuted this week.
(Michael Becker / FOX)
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Lady night

High five

The final five contestants on season 10 of "American Idol," clockwise from top left, James Durbin, Lauren Alaina, Jacob Lusk, Scotty McCreery and Hayley Reinhart.
(Michael Becker / FOX)
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Leave 'em wanting more

Casey Abrams, left, gets the word from Ryan Seacrest that he's been eliminated from "American Idol" on Thursday, April 28. The recipient of the only judges' save this season, Abrams went out in style with a rendition of "I Put a Spell on You" that ranks as the best exit number ever, says TODAY.com's Craig Berman.
(Michael Becker / FOX)
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Two not for the show

Naima Adedapo, left, and Thia Megia bid farewell after being eliminated on Thursday, March 31. The first four singers eliminated this season have been women, thanks to the judges’ use of the save on Casey Abrams last week.
(Michael Becker / Fox)
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Oh, 'Rio'

Strike up the band

"Idol" contestants, from left, James Durbin, Paul McDonald, Casey Abrams and Stefano Langone perform on Thursday, March 31. MacDonald was among the lowest three vote-getters this week.
(Michael Becker / Fox)
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Final 10 plus one

Usually only the top 10 Idol contestants go on to perform on "American Idol's" Live tour, but this year there will be 11. The singers are (clockwise from top left): James Durbin, Paul McDonald, Pia Toscano, Scotty McCreery, Jacob Lusk, Stefano Langone, Lauren Alaina, Casey Abrams, Naima Adedapo, Haley Reinhart and Thia Megia.
(Fox)
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A Hulk-ing announcement

Pro-wrestler Hulk Hogan makes a surprise appearance on "American Idol" to reveal the fates of James Durbin and Paul McDonald, who were both safe and going on tour. Hogan also gave Ryan Seacreast a pro-wrestling punch to the head, hurling him into the audience.
(Fox)
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Jennifer Hudson returns

Jennifer Hudson was back on the stage that made her famous to perform her new song, "Where You At?" "It feels good to be home!" she exclaimed.
(Fox)
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No save tonight

Karen Rodriguez gets the word, alongside host Ryan Seacrest, that she has been eliminated from season 10 of "American Idol" on Thursday, March 17. She did well enough in her last-chance performance to have judge Jennifer Lopez lobby the other judges for her, but not enough to earn the save.
(Michael Becker / Fox)
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Casey Abrams

Casey, a 20-year-old from Idyllwild, Calif., has fought every step of the way to continue in the competition. He was nearly eliminated during semifinals week when he had to be hospitalized for a stomach ailment two days before taping.
(Michael Becker / Fox)
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Thia Megia

Thia, a 16-year-old from Mountain House, Calif., is one of the competition’s youngest hopefuls. During the semifinals, judge Steven Tyler said that her “pitch can be so perfect that it doesn’t matter what song” she sings.
(Michael Becker / Fox)
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James Durbin

James, a 22-year-old from Santa Cruz, Calif., is the only rocker in this season’s competition. His penchant for screams and his big stage personality have drawn comparisons to season eight runner-up Adam Lambert.
(Michael Becker / Fox)
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Pia Toscano

Lauren Alaina

Lauren, a 16-year-old from Rossville, Ga., brought the crowd to its feet with Reba McEntire’s “Turn on the Radio” during the semifinal round. She first ingrained herself in America’s memory by singing Aerosmith -- with Steven Tyler -- for her initial audition.
(Michael Becker / Fox)
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Haley Reinhart

Paul McDonald

Paul, a 26-year-old from Nashville, won high praise from the judges for his version of Rod Stewart’s “Maggie May.” Judge Steven Tyler loved his style
(Michael Becker / Fox)
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Karen Rodriguez

Karen, a 21-year-old from New York, gave judge Jennifer Lopez goose bumps with her Spanish version of Mariah Carey’s “Hero.” It was a move that won America’s votes during the semifinals.
(Michael Becker / Fox)
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Scott McCreery

Scott, a 17-year-old country crooner from Garner, N.C., was the first of the guys to become a finalist. He performed “Letters From Home” during the semifinals to clinch his spot.
(Michael Becker / Fox)
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Stefano Langon

Stefano, a 21-year-old from Kent, Wash., was the only male singer the judges picked for a wild-card spot. He performed “I Need You Now” for his last-chance performance, and Steven Tyler declared that the young singer “gilded the lily of your own passion.”
(Michael Becker / Fox)
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Naima Adedapo

Naima, a 26-year-old Milwaukee native, was the last of the judges’ wild-card picks. Steven Tyler said she was the new Ella Fitzgerald after she performed “Summertime” during the semifinals.
(Michael Becker / Fox)
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